Target celebrates the elements in activewear campaign

Target has launched a new range of activewear with a campaign that celebrates the power of the elements.

Shot on Sydney’s south coast, the TVC mimics the movement of the waves and the wind with the movement of the models in the activewear.

The campaign continues Target’s use of Kevin Morby’s song Harlem River in its TVCs.

Target’s last campaign for its activewear range was shot in the Kimberly region.

Target general manager of marketing, Kenton Elliot, said in a statement: “At Target, we’re proud to have released an amazing new collection of activewear, designed to stand up to Australian conditions.”

AJF Partnership executive creative director, Josh Stephens, said: “We hope the Natural Forces campaign inspires people – not only to enjoy working out, but to enjoy being in the outdoors too.”

The campaign will run across TV, gym screens, OOH and social media.


Client: Target Australia
General Manager, Marketing: Kenton Elliot
Head of Brand Communication and Customer Experience: Nicole Gillard
Head of Creative and Brand Design: Nunzio Miano
Brand Marketing Manager: Laurelle Esse
Campaign Manager: Lauren Conte

Agency: AJF Partnership, a GrowthOps Business
Executive Creative Director: Josh Stephens
Head of Strategy: Jacqueline Witts
Group Account Director: Emily Pockley
Creative Director: Georgia Arnott
Senior Copywriter: Melanie Stevens
Senior Account Director: Tess Porter
Senior TV Producer: Liesel Haug
Art Director: Jess van de Vlierd
Account Manager: Lucy Bell
Strategic Planner: Hayley Read

Production: Finch
Director: Sophia Banks
Producer: Kate Menzies

Media planning and buying: OMD


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